O comportamento do consumidor da geração Millenial e a relação com a venda de serviços de conveniência no varejo de eletromóveis

Resumo

The present study has the objective to understand how the behavior of the Millenium generation and their relationship with the sale of convenience services of electromobiles in retail. This sector is traditionally characterized by being specialized in sales of appliances and furniture, but it has been increasingly diversifying its offers, aiming at the complete solution for customers and thus opening space for convenience services. The convenience services, such as assistance, insurance and product installations are the ones that are sometimes necessary in order to keep the house or the product working and provide its consumers with ease and convenience of time and effort. To identify the behavior of the Millenium, the target audience in question, twenty depth semi-structured interviews using a qualitative methodology were conducted to explore the purchase trends of the selected generation. The process revealed that there these young consumers are interested in services that provide a decrease in time and effort that, in its majority, have a good acceptance of the offer of convenience services available in the electromobile retail – specialized in sales of durable goods, such as home appliances and furniture, considering the trustability of the brand or that it is directly related with the selected good. The research showed evidence that the interviewed customer invest a moderate time in weekly purchases, willingness for a better brand communication, personalization of offers, more practicality, online channels and promotions, reinforced the high adherence from Millenials to online purchases and digital channels, with manifestation in favor of the selfservice, instead of the human service, and revealed paths found by this customer to avoid cybernetics risks in e-commerce purchases. It is also possible to verify that there is no loyalty to brands, however, it is a decision factor the reputation of these brands on social media, to the purchase decision between buying or choosing another option, apart from observing a movement in favor of brands that position themselves as social and environmental responsible. It was also observed the necessity to revaluate the types and period for delivery services which seem not to have evolved and it is perceptive the value that these customers take into consideration regarding post-sales. It is expected, then, that this study will help the electromobile sector regarding the options for delivery services and revisit the importance of post-sales, features that will increase the perception of convenience that is expected from these costumers from 24 to 41 years old.

Ficha do documento

Tipo

Dissertação

Ano

2020

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/29486

Temas

Tecnologia

Palavras-chave

MillenialsConvenience servicesElectromobile retailConsumer behaviorTrendsServiços de conveniênciaVarejo de eletromóveisComportamento de compraTendênciasAdministração de empresasComportamento do consumidorConsumidores jovensGeração YComércio varejista